Introduction to Marketing Assignment - Toyota

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Macro factors: ............................................................................................................................2
SWOT Analysis..........................................................................................................................3
Marketing Mix Elements of Toyota............................................................................................4
Segmenting, Targeting and Positioning of Toyota ....................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing may be defined as activities which are undertaken by the companies in order
to promote the selling or buying of a product or a service. It includes the activities like selling,
advertising and delivering the products or service to customers or to other businesses. Marketing
is also the management of exchange relationship and is the process of creating relationships to
satisfy customers. In this report Toyota is taken as an organisation, is a Japanese multinational
automotive manufacturer and its headquarter is at Toyota City, Aichi Japan. Present report
discusses about the marketing strategies of Toyota and its competitive approach and analysis.
This report also includes the marketing environment of UK's car manufacturing marketing
environment, Toyota's marketing mix strategy and its current marketing performance.
MAIN BODY
Automotive industry is the vital part of the UK's economy and accounts more than 82
billion euros and 186,000 people are employed directly in the manufacturing sector of UK. Car
manufacturing sector of UK accounts for 12% of UK's total export goods. There are more than
30 car manufactures which build in excess of 70 models of vehicle which is supported by more
than 2500 component providers. UK is the home of the one of the largest and most diverse car
manufacturing sector around the world. UK is also the home of the world's renowned and iconic
brands. Car manufacturing sector of UK is the sector of global leaders in design, engineering,
production of wide range of cutting edge cars which ranges from luxury brand cars, sports cars,
electric taxis and Suv's. Currently there are more than 40 companies which manufacture vehicles
in UK and it contributes 2.4% of worldwide output of vehicles and about 8.7% in European
assembly which makes UK to rank 4th in European assembly and 12th globally in terms of global
scale (Baker, 2016). UK is producing on average 1.7 million commercial vehicles and cars and
about 2.4 million engines every year and this output will exceed in coming years. This gives the
proof of size of automotive manufacturing sector in UK. In this sector the needs of the customers
has also changed and keep on changing from time to time, customer wants such auto-mobiles
which are automatic, fuel efficient and generate less pollution. It is the technology which has
shifted the needs of customers and is challenging task for the automotive companies. With the
increase in the lifestyle of people in UK there has been increase in demand the cars which
matches their lifestyle.
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